1. A study that explorers this ‘ONLY in the 94.3 RADIO ONE AUDIENCE’
THE INTERNATIONAL INDIAN MONITOR TM
A GUIDE TO HOW OUR LISTENER IS IMPACTED BY YOUR BRAND
IN THE 3 LARGEST CONSUMPTION MARKETS. DELHI. MUMBAI. BANGALORE
BRAND ENDORSER STUDY
A study that explorers this ‘ONLY in the 94.3 RADIO ONE AUDIENCE’
THIS IS NOT A CELEBRITY RANKING. ONLY A DOCUMENT THAT SHOWS HOW TO USE A PARTICULAR BRAND ENDORSER IN A BETTER WAY WITH THE RADIO ONE AUDIENCE

2. INTERNATIONAL INDIANS
THE INTERNATIONAL INDIAN MONITOR
Radio one is the only international radio network in India that super engages 25 million upscale educated Indians
both on air and on social media
An audience we like to call
INTERNATIONAL INDIANS

3. OUR AUDIENCE
International Indians are India’s most influential consuming class
The buy what they think is the best.
They influence choices of those around them
We created the International Indian MonitorTM to help your brand understand its ‘share of preference’ in this valuable audience

4. International Indian Monitor TM compiled
How is the
International Indian Monitor TM
compiled
We asked our listeners to advise our on air hosts on what “brand choice” to make through on-air questions and then their responses
were directed to our social media pages
We have over 1.3 Million fans on our social media pages in Delhi. Mumbai .Bangalore !
Listener response has been outstanding because our listeners :
A ) LOVE our hosts and genuinely want to help them decide on brand choices!
B) Our listeners are always super engaged with the content on our stations
on air and online and consume such an exercise as ‘content’ and not ‘commercial’

5. Let us see how our listeners , your buyers
reacted to simple questions by us

6. EDITION : BRAND ENDORSEMENTS
INTERNATIONAL INDIAN MONITOR
EDITION : BRAND ENDORSEMENTS
The 2 questions that were asked
Can you help me decide ?
1. Do you believe brand endorsers really USE the products they
endorse?
2. Name one brand you bought or recommended because of the brand
endorser
Share of Preference data and insights
will help your brand decide how innovative it needs to be
with our audience, your buyer

7. WE ASKED LISTENERS FOR THEIR OPINION ABOUT BRAND AMBASSADORS & BRAND ENDORSEMENTS

8. RESPONSE ANALYTICS Cumulative reach 64,497 LISTENERS
Total engagement rate %
Total likes & total comments 17,420
On a reach of a large sample of 65k upscale & super enagaged audience in Mumbai, Delhi and Bangalore! 64,497 ACTIVELY ENGAGED AUDIENCE with an engagement rate of 27% on the ‘belief in brand endorsers! This clearly shows how upscale listeners of 94.3 Radio One are involved with brands and those who endorse them. They also shared, with us, where their choice of product was entirely driven by belief in the brand endorser or not!

9. Do Brand Endorsers use the products they endorse?
PREFERENCE RANKING AND SCORE
OUT OF 100
Do Brand Endorsers use the products they endorse?
Also it has been observed that half of the sample size believes that the brand endorser does NOT use the product he/she endorses – which leads us to infer that they do not get influenced by brand ambassadors while making product purchases

10. BRAND PREFERENCE SCORE
OUT OF 100
Brand Endorser Influence ranking
on product purchase (1 low – 10 high)
(Large sample size indexed to 100%)
PRODUCT PURCHASE PUSH RANKING
Brands Endorsed
Ratings
Baba Ramdev
Patanjali 9
Priyanka Chopra
Pantene 7
Shah Rukh Khan
Tag Heur, Fair n Handsome 3
Amitabh Bachan
TATA Sky
Salman Khan
Thums Up 2
Usain Bolt
Puma
PRODUCT PURCHASE PUSH RANKING
Brands Endorsed
Ratings
Ranveer Singh
Colgate 1
Varun Dhawan
Ponds
Kareena Kapoor
Tetley's Tea
Hema Malini
Kent RO
Dia Mirza
Neutrogena
Anushka Sharma
Nivea
Deepika Padukone
L’Oréal Paris
Ranbir Kapoor
Lenovo
Shilpa Shetty
Pantene
Christiano Ronaldo
Nike
Alia Bhatt
Caprese
Katrina Kaif
Veet
Rahul Dravid
Reebok
Sahil Khan
Big Muscle
THE BRAND ENDORSES ON THE LEFT SIDE HAVE A HIGHER PRODUCT PURCHASE PUSH AS COMPARED
TO THE ENDORSERS ON THE RIGHT SIDE

11. BRAND ENDORSERS BRAND PUSH STRENGTH IN THE 94.3 RADIO ONE AUDIENCE
Brand Endorsers on Left Side – STRONG BRAND PUSH
Brand Endorsers on Right Side – WEAK BRAND PUSH
Brand Endorsers on the left resonate TRUST in the product. These brand endorsers have garnered respect among Radio One listeners and they believe these endorsers will not commit to a product unless they truly believe in its merits.
Brand Endorsers on the right have weaker strength in association with the products. They have low impact among the upscale educated Radio One audience and will be weak influencers in product purchase as there is low belief that they really use the products they endorse
Baba Ramdev has a whooping 90% trust of Radio One listeners trust in endorsing Patanjali due to his long established legacy
The brands on the right need to use multi media push considering their endorsers do not resonate when only one medium is used. Using Radio One innovatively can strengthen the brand push rankings and strengthen the belief that they use the products they endorse!
Priyanka Chopra also enjoys a high trust value of 70% over Radio One listeners for endorsing Pantene, an International product due to her recent success in Hollywood
For eg : Deepika Padukone, Anushka Sharma and others in this category have a weaker strength on the brands they endorse. By creating media multiplers on radio one using their UNIQUE VOICES , the upscale radio one audience can be influenced positively . While Ranveer Singh has positive association for ICICI Lombard, it is weak on Colgate and this can be strengthened by eg: ‘morning time associations of usage of product’
Amitabh Bachchan endorsing TATA Sky resonates well as both TATA & Amitabh Bachchan are widely respected in the country and stand for trust.

12. INTERNATIONAL INDIAN MONITOR
INFERENCES
BRAND PUSH ADVICE
Pantene, as endorsed by Priyanka Chopra is popular among Radio One listener base with 70% trust votes.
Priyanka Chopra as a personality is popular with Radio One listeners and Pantene must use this to its advantage and advertise to maintain its edge over the International content loving upscale audience.
Patanjali is very popular among the Radio One listener base with 90% votes. Clearly, Baba Ramdev as the face of the brand has led people to trust the brand. Patanjali needs to cash in on this opportunity & let people engage with Baba Ramdev – hence cementing the trust!
Puma needs to come out strong with the Radio One listener base as its score among the audience is only 20%. With the sport loving audience at Radio One, Puma can come up with innovative and engaging campaigns to resonate with this TG.
TATA SKY only has 30% votes among Radio One listeners despite high faith in the brand endorser Amitabh Bachchan! The brand needs to improve its product connect with the 94.3 Radio One audience and help convey brand strengths in a more consistent and convincing manner. Given that upscale audiences are more likely to move to ‘internet VOD’ services quicker, important for TATA sky to restore connect with the 94.3 Radio One Audience
Tag Heur has only 10% votes among the Radio One listener base and not taken seriously. It needs to immediately undertake strong marketing & advertising measures to increase familiarity among this elite audience.

13. PLEASE VISIT OUR FACBEOOK PAGES TO ANALYSE RESPONSES FURTHER
RADIO ONE DEL
RADIO ONE MUM
RADIO ONE BLORE
Click on any button

14. CONCLUSION
The International Indian monitor has shown you micro insights on how to improve the strength of your brand endorser connect
in the 94.3 Radio One Audience – THE INTERNATIONAL INDIAN
25 Million Upscale Indians who are
India’s most influential consuming class

15. INTERNATIONAL INDIAN AUDIENCE
CONCLUSION
Please contact us at and we will be glad to to help you improve your share of brand preference in the
INTERNATIONAL INDIAN AUDIENCE